Jill Crimm, the former Head of Global Customer Experience and Journey Management at Roche Diabetes Care's path to CX leadership began in marketing, where she honed her skills in understanding customer needs. Four years ago, her role expanded to embrace CX as Roche transitioned from a product-focused approach to a customer-centric model. This shift required a deep dive into CX methodologies, infrastructure redesign, and team reorganization. The goal? Strengthening customer retention, maintaining brand reputation, and building a competitive advantage in a challenging market.
What advice do you have for someone's first 100 days as head of CS?
For those stepping into CX leadership, Jill emphasizes the importance of assessment overreaction. Her team at Roche employed maturity models from to evaluate their starting points and desired outcomes. They examined strategy, customer understanding, design and innovation, measurement, technology, and culture. This structured approach allowed them to align resources effectively and chart a clear path forward.
What does your CS strategy focus on currently and in the future?
Jill’s CX strategy revolves around four key areas:
- Data and Personalization: Leveraging customer data to create personalized experiences, anticipating the next best actions, and utilizing customer 360 models to improve outcomes.
- AI and Text Analytics: Employing AI to enhance efficiency in clinical settings, customer service, and decision-making processes.
- Comprehensiveness: Simplifying the complexity of interconnected tools, software, and feedback loops through human-centered design.
- Human-Centered Design: Understanding customers’ environments and behaviors to craft solutions that resonate personally.
How Do You Measure Success With CS?
For Jill, success is both internal and external. Internally, metrics like team effectiveness and speed to market were critical. Externally, the focus was reducing friction, increasing engagement, and improving retention. Voice of the Customer (VOC) programs, powered by platforms like Qualtrics, played a crucial role in tracking these metrics.
What pain points do you have leading a CS team?
One of Jill’s significant challenges was addressing infrastructure gaps. Outdated platforms and disconnected systems often slowed progress. Balancing backend development with the pressure to demonstrate quick wins required meticulous planning and clear communication with stakeholders.
How do you establish partnerships and gain buy-in with the C-suite?
Jill’s approach to gaining C-suite buy-in was multi-faceted. She built a coalition of believers at all levels, presented a compelling vision with measurable outcomes, and maintained transparency throughout the implementation process. This ensured trust and alignment with organizational goals.
Do you have an example of utilizing customer feedback to improve your company?
Jill highlighted the importance of customer feedback in driving improvements. At Roche, journey mapping became a foundational practice. Whether for a product launch or training on complex devices, customer insights informed every stage of development. This iterative process improved outcomes and deepened the organization’s understanding of its customers.
What is the future of CS?
Jill envisions AI playing a transformative role in CX, simplifying integration and enhancing personalization. As companies move away from traditional marketing tactics, CX will be the cornerstone of fostering meaningful customer relationships. For Jill, the future lies in merging CX and marketing to create seamless, impactful customer interactions.
About Jill Crimm
Her experience building CX programs from the ground up makes her a valuable resource for companies looking to enhance their customer-centric strategies. Connect with her on LinkedIn to learn more about her journey and vision.
About CX Chats
CX chats is an interview series with Ben Holland, where we talk to industry leaders in the field of customer experience and customer success. Each interview dives deep into the insights from each leader and highlights how they became successful, tips for aspiring CX professionals, and their thoughts on the future of CX.